Trends come and go in the world of digital marketing. Some “hot” techniques — like inherently manipulative keyword stuffing and forum profile linking — are snuffed out of practice by improvements to the Google algorithms. But other more benign fads represent great opportunities for marketers to grab attention — that is, if they’re smart about it.
When you see a trend emerging, jumping on it with quick content deployment (called newsjacking) can be a great way to increase your visibility and generate new interest in your brand. But what’s the point of investing effort into these “piggybacking” content pieces if they’re reliant on trends that will eventually die out? Content is a long-term game. If you don’t have a way to drive sustainable engagement from your content pieces, you’re losing money and risk falling behind to more savvy competitors.
